Voyage au coeur de la prédation entre vendeurs et acheteurs une nouvelle théorie en vente et marketing
Date de publication2010
There is an inherent tension between a seller and a buyer as their relationship progresses towards closing the deal.The salesperson fears that the buyer wastes his time, which he could otherwise spend towards real potential buyers.The buyer questions the sincerity of the salesperson. Both evaluate the amount of trust and cooperation they should invest in the relationship. It is possible, after all, that the salesperson wants to take advantage of every weakness he detects in the buyer in order to guarantee the sale, and it is equally possible that the buyer tries to fool the salesperson, with false credit information for example. This thesis examines tensions that exist between salespeople and buyers by using an extended version of grounded theory, by which date is collected and analysed both qualitatively and quantitatively. It demonstrates that perceived predation reduces considerably the quality of the relationship.The thesis suggests that the phenomenon of predation exists in every sphere of human activity, including in the legal system.The PARDU Model ( pr edator-pr ey) initially developed to discuss the phenomenon of predation evolves, as the research progresses, towards the OPERA Model and the MESLYª grid, which offer pratical tools to better manage informational predation.